BabyCenter® and Collage Group Release Results of New Study
"Futurecasting Families: Early Insights into Generation Z & the Future
of Parenting"

The Next Generation of Moms May Bring Back Some Traditional Parenting
Values, Breaking Away from Their Millennial Counterparts on Social
Media, Digital Advertising & More

March 05, 2018 10:00 AM Eastern Daylight Time

SAN FRANCISCO, Calif.--(EON: Enhanced Online News)--Today, BabyCenter®, the world's #1 pregnancy and parenting web and
mobile destination, and Collage Group, a leading insights and strategy
company, released findings from their landmark new study, "Futurecasting
Families: Early Insights into Generation Z & the Future of Parenting."
The two organizations partnered on this research to place Generation Z
alongside current Millennial moms to offer an early look at how this
young generation of digital natives will prioritize, shop, communicate,
and connect when they become parents.

“We know Gen Z is the future, but exactly what that future entails is
hard to figure out”

The research primarily focuses on Gen Z women ages 18 – 20, both those
with children and without, to examine their attitudes compared with
Millennial moms (Gen Z moms defined as those born 1997-1999; Millennial
moms from 1980 and 1996). "Futurecasting Families" also includes the
opinions of younger Gen Z teens, ages 13 – 17, to ensure that the study
encapsulates a wider generational perspective on everything from ideals
and values to technology and social media, and more. The results uncover
important differences between Gen Z and their Millennial predecessors –
differences that don't necessarily fit with previously held assumptions.
These distinctions will require brands and retailers to adjust their
thinking and approach to successfully reach the next generation of
parents.

The report uncovers six key takeaways:

The new traditionalists: Gen Z moms are carving a unique path
to adulthood, emphasizing "success" as a key measure of the ideal
life. But even with this younger set, some traditional values, such as
marriage and teaching responsibility, still hold weight – even more so
than with their Millennial mom counterparts. For example, no matter
age and whether a parent, approximately one-third of Gen Z females say
that "success" is a top ideal, while just one-fifth of Millennial moms
say the same. On the traditional side, when asked if as children they
pictured themselves getting married, more than 6 in 10 Gen Z females
said that they envisioned the walk down the aisle.

Social media is an ever-present tool: Gen Z has a very
realistic, almost jaded view of social media. While they live much of
their lives on these platforms, they don't necessarily love them, and
being connected all the time leads to a deep fear of missing out. More
than 70 percent of Gen Z girls and Gen Z women without children report
that they regularly experience "FOMO." Interestingly, becoming a
parent seems to soften some of that pressure – with that figure
tumbling to 36 percent with Gen Z moms and dropping to 31 percent for
Millennial moms.

Higher reports of loneliness and anxiety: Likely due to the
timing of the recession, and growing up in the aftermath of 9/11, Gen
Zers have a more imperiled perspective than Millennials. Their own
parents, Gen X, instilled a worry-filled mindset. Gen Z females, no
matter age and parenthood status, are more apt to admit to being more
anxious than most people (Gen Z girls: 57 percent; Gen Z women: 58
percent; Gen Z moms: 56 percent). This is in direct contrast with the
emotional state of today's Millennial moms, with just 44 percent
reporting similar feelings of anxiety. In addition, Gen Zers have only
known a life that places pressure on them to present outwardly
exciting personas on social media.

A high value on spontaneity: Most Gen Z females idealize the
notion of cutting loose on the spur of the moment, with 60 percent of
18- to 20-year-old Gen Z women – whether a parent or not – agreeing
that the best things in life are spontaneous. The younger Gen Z set
feel similarly, at 59 percent. With their deep engagement on social
media, and their need to share these moments, it points to an
opportunity for brands and retailers to engage through "surprise and
delight."

Less trust in the wisdom of the crowd: Gen Z moms trust
professional reviews in line with Millennial moms (Gen Z moms: 27
percent; Millennial moms: 25 percent). However, when comparing Gen Z
moms to Millennial moms, there is a precipitous decline in trust of
consumer reviews on Amazon, Yelp, and the like – highlighting the need
for marketers to understand the value of content in context. New Gen Z
moms need help and advice on the products they buy, but they won't
turn to sources that they don't know and trust.

Open to digital advertising: No matter age or parenthood
status, Gen Z females are more likely to appreciate targeted ads that
are relevant to their interests than Millennial moms (Gen Z girls: 42
percent; Gen Z women: 41 percent; Gen Z moms: 46 percent; Millennial
moms: 29 percent). Having grown up in an era when digital screens are
the norm is a potential cause – Gen Z is simply used to these types of
ad experiences. In addition, it is likely that Gen Zers have a better
understanding of the value exchange between data for free content or
services than their Millennial counterparts.

"In just four years, 2 out of 5 new parents in the United States will be
Gen Z, so it is important that marketers begin to focus on this new
generation," says Julie Michaelson, head of Global Sales for BabyCenter.
"We have already heard a great deal about this up-and-coming generation
– young people for whom technology is like oxygen. Facebook was created
in 2004 and the iPhone hit the market just three years later, which
means this generation came of age in an era when social media, apps, and
other tech were readily available, if not ubiquitous. This study's
results confirm some of our assumptions and busts others wide open,
providing invaluable early guidance for reaching tomorrow's moms."

"We know Gen Z is the future, but exactly what that future entails is
hard to figure out," says Andrew Rouse, senior director at Collage
Group. "Our approach distinguishes characteristics that make Gen Z
unique from those that are merely life-stage dependent. Our joint work
with BabyCenter breaks new ground, providing insight into who Gen Z
mothers are today, while giving a glimpse into the unique attitudes,
behaviors, and values they will retain well into the future. The
findings help companies avoid the myths and support more resonant
engagement."

The complete "Futurecasting Families: Early Insights into Generation Z &
the Future of Parenting" report is available upon request.

Methodology:

The report includes U.S. data from both BabyCenter Brand Lab Insights
and Collage Group. BabyCenter fielded an online survey on the BabyCenter
site and among its Global Parents' Panel, managed by Research Now®,
between November 13 and November 29, 2017. The BabyCenter sample
includes 204 Gen Z moms and 1,752 Millennial moms. The analysis pairs
BabyCenter findings with insights from Collage Group and its two-part
series highlighting Gen Z attitudes (2016) and Gen Z digital trends and
platforms (2017). The Collage Group sample cited in the insights
includes Gen Z women without children, ages 18 – 20, and Gen Z Girls,
ages 13 – 17.

About BabyCenter® LLC

BabyCenter is
the world's #1 pregnancy and parenting digital destination, reaching
more than 51 million parents a month in every corner of the globe
through its 10 owned and operated properties in nine languages. In the
United States, 8 in 10 new and expectant moms online use BabyCenter each
month.BabyCenter provides parents with trusted information,
advice from peers, and support that's Remarkably Right® at every stage
of their child's development. Products include websites, mobile
apps, online communities, email series, social programs, an Alexa
skill, a Roku channel, and more. BabyCenter also leverages its
industry-leading audience engagement to provide unparalleled insights
and innovative marketing solutions to the world's top brands, retailers,
and institutions. BabyCenter is committed to improving maternal health
globally and, through its Mission
Motherhood™ campaign, works closely with nonprofits, NGOs, and
governments to help make motherhood safer for all women. BabyCenter LLC
is a member of the Johnson
& Johnson family of companies. Visit BabyCenter on Facebook,
Pinterest,
Instagram,
and LinkedIn,
or follow @BabyCenter and @MomInsights on Twitter.

About Collage Group

Founded in 2009, the company focuses on empowering organizations to
better serve and engage the fastest growing and most influential
consumers through insights, market intelligence and strategy. They
support leading companies through proprietary syndicated research,
actionable category level insights, market intelligence tools, and best
practices. The product portfolio includes insights and strategy networks
– Latinum,
focusing on multicultural, and genYZ,
focusing on millennials and gen-Z. Collage also offers a full suite of
custom research and consulting services. More information can be found
at collagegroup.com.